As we know, communication is in constant motion! Any good communicator must therefore remain curious and agile in the face of new trends.
To arouse your curiosity, Déclic Communication presents you today with the major trends of 2022. To realize this article, we have drawn on the latest inspiring campaigns across France.
TikTok, brand identity, Social Selling… a look at the new trends that are shaping our business! You will find inspiration for your next actions.
3 major trends will be presented with illustrated examples:
- Brand identity made easy!
- Publish, publish and publish content!
- Digital communication as a matter of course!
Without further ado, let’s dive into the heart of communication!
Brand identity made easy!
The digital age has changed our profession as communicators. Our tools are no longer the same. However, brand identity remains as important as ever! Digital or print, it will be the foundation of your communication.
Simplified logos
In 2022, brand identity is still just as important. This reality is accompanied by a desire to simplify the logos as much as possible. The aim is to maintain the emblematic symbol(s) of a logo, while making it more user-friendly, especially in a digital context.
For this, several examples are particularly striking:
- TripAdvisor,
- Intel,
- CIA,
- Pringles,
- FC Metz.
At Déclic we follow this trend. Discover some of the simplified logos:
Signatures that focus on values
Over the past year, we have seen the emergence of new signatures. A signature can be defined as a slogan that accompanies the company’s communications. They express ambitions, promises and values.
This is the case of the La Poste Group, which has evolved its identity with a signature that evokes: proximity.
If you want to know more about this evolution, Marie-Aude Dubanchet, Director of Communications for the Group, has conducted an interview on this subject.
A video of the campaign:
https://www.youtube.com/watch?v=2e0qqKkSErI&ab_channel=LaPoste
Another interesting example is Castorama. The company has created a large-scale advertising campaign that shows its raison d’être: to accompany the French towards a better life. “Our lives have changed? Let’s change the house”. Castorama is changing, because “change makes progress”!
A video of the campaign: https://www.youtube.com/watch?v=GenPE1YlXIg&ab_channel=Castorama
For Franck Morena, Director of Castorama France, « le changement de signature vient signaler le travail en profondeur mené par les équipes pour faire évoluer l’enseigne. »
The major design trends of 2022
In terms of design, one trend is coming back from the brink! A practice that was common to all communication agencies before the advent of computers: illustrations. An approach that we particularly appreciate at Déclic Communication. We find more and more illustrations in brand communications. Video, packaging, digital or print, make room for illustrations!
Here are two examples:
L’Oréal – Color Pulse
Feuillate Champagne – Campain
The illustration embodies the cooperative of 5,000 winegrowers and its collective model!
In terms of colours, fluo is also making a comeback. Symbol of disco and the 80’s, fluorescent has become the new symbol of augmented reality and unexpected sensations.
On the other hand, pastel colours are still very present in all campaigns. This presence should become even more pronounced in the summer of 2022.
Graphic identity will therefore never cease to be at the heart of your communication! More than ever, your identity expresses your values and your universe!
Publish, publish and publish content!
Since the arrival of social networks, content must become one of the pillars of all your communication actions.
The reign of content
The health crisis has obviously shaken many certainties and allowed your customers to distinguish between sustainable actors and opportunists. Authenticity and proximity have therefore returned to the centre stage to reassure buyers.
Tell them how you approach your job, your motivations, encounters and experiences! The idea is to propose content that brings real added value. Be bold in your media and in your messages!
Here are the media that will dominate in 2022:
- Video tutorials. Motion design or real images, the “instructions for use” are particularly appreciated.
- Podcasts: 1/3 of French people aged 18 to 64 (Etude CSA/HavasParis et PodInstall) now listen to podcasts. Also according to this study, 87% of listeners believe that it is a good way to communicate for a brand. A fashionable medium!
- Newsletters. They provide concise and relevant information on a subject. Very often they give value with the possibility to get a white paper.
In-depth societal commitments
Content yes, but committed content! More than ever, your customers expect your investment in causes that make sense. Your communication must support and make visible each committed action. For example, Decathlon and Adidas have joined forces to collect 25,000 pairs of shoes in order to recycle them and turn them into a sports field!
Communication must also be bold and assertive in 2022! This is the case for Camaïeu, which is launching its campaign “In the city, this woman wears Camaïeu”
Publish, publish and publish content!
How to communicate in 2022 without using digital? It has become essential to ensure constant communication with your customers. Several important trends are to be noted for 2022.
The dynamics of social commerce
It is important to understand that today the buying journey of your future customers begins long before they enter your shop!
It starts with the influence, recommendations, and opinions on the internet. This is where social commerce becomes very interesting. This practice is like setting up a shop on your social networks. You have to include your services and products. At the same time, make sure that access to these products is as easy as possible. For example, with a link to your shop.
Our tip: publish your products or services according to periods and news. Also, make it as easy as possible to obtain them by explaining them clearly.
TikTok, the must-have for 2022
You couldn’t miss the rapid progression of TikTok! This network, which was born in 2016, has managed to shake up the codes and very quickly capture young people. On TikTok, the idea is above all to have fun, debate and claim derision!
4 million people use TikTok daily in France. And it’s not over yet! With a very young community at the beginning, the 25-35 year olds are starting to be seduced by the new platform. This dynamic should be confirmed over the next few years with an increasingly mature community. So don’t miss out!
Depending on your objectives, your communication in 2022 can include this new relay! With an exceptional organic reach, this network is able to propel your content to the top. The engagement rate of TikTok key accounts is particularly high, around 20% higher than the average.
This article brings together several trends and best practices that can be seen in late 2021 and early 2022. By relying on the services of professionals, you now have all the cards to tackle your new communication campaigns!
If you wish to include the new trends in your strategy, contact our consulting agency Déclic Communication located in Saint-Avold in the Grand-Est region.
